Customer Loyalty Programmes The need for customised communications 24 th September 2010 Simon Rowles Vice President Asia Pacific The information contained in this document is confidential and proprietary to Carlson Marketing Group. Carlson Marketing Group shares this document with the understanding that it will be held in strict confidence, and will not be disclosed, duplicated or used in whole or part, without the prior knowledge and approval of Carlson Marketing Group.
18
Embed
Simon rowles conference presentation september 2010
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Customer Loyalty ProgrammesThe need for customised communications
24th September 2010
Simon RowlesVice President Asia Pacific
The information contained in this document is confidential and proprietary to Carlson Marketing Group. Carlson Marketing Group shares this document with the understanding that it will be held in strict confidence, and will not be disclosed, duplicated or used in whole or part, without the prior knowledge and approval of Carlson Marketing Group.
2
Carlson Marketing New Zealand :
Financial Services
Channels EmployeesCustomers
*HSBC owns remaining 40% of Air Miles Middle East. **Oney Banque Accord owns the remaining 25% of Nectar Italia.
U.K. Italia Chile
We manage over 1,5 million Kiwi programme members
Our sister companies in Groupe Aeroplan
3
Marketing spend continues to shift from Above The Line to Direct To Customer
Spend by channel type, top 100 USA advertisers, 2004 – 2008 CAGR %
Above the line
Below the line
Source : McKinsey research
4
Customers don’t listen to or trust marketers.
Beer
Soft drinks
Drug
Clothing
Home Products
Fast food
Pet related
5%
22%
32%
33%
42%
45%
56%
Companies social networking sites
Friends social networking sites
Online content sites (eg:TVNZ)
Consumer product ratings/reviews
Direct mail from a company
Email from a company
Email from people I know
0.18
0.390000000000001
0.25
0.28
43%
60%
77%
Customers are electing to actively ignore adverts
% of adverts actively ignored
32%
83%
46%
62%
90%
96%
82%
% of adverts skipped with DVR (eg: MySky, Tivo)
And they don’t believe what they’re being told. The believe each other.
How much do you trust the following information sources
2006
2004
2002
6%
9%
13%
I believe companies generally tell the truth in ads
5Sources : Experian Hitwise, "New Zealand Data Center," May 18, 2010 and comScore World Metrix April, 2010(Penetration is 15+, home and work) - IAB and Comscore. Data is from the February 2008 "Hitwise Asia Pacific Social Networking Report.”
Facebook has the highest market share of visits in New Zealand (May 2010)
4.5%
Monthly increase in user base
…and is still growing the user base (millions of users)
63.6%
Current penetration
36% -8%
In February of 2008 – Bebo had 42% of the market, Facebook 35%, MySpace 9%
…early leader Bebo has conceded defeat (and AOL’s trying to sell it or shut it down))
6
Loyalty. Works for Tesco.
SOURCE: Company websites; Press search; McKinsey Retail practice
The merchandisin
g analytics trend is now spreading to US and other
marketsEYCEYC
dunnhumby
dunnhumby
EmnosEmnos
1990s2000-
052008-
092006-
07
Tesco attributes its success to merchandising analytics and dunnhumbyTesco UK market share, percent
• Sophisticated analytics are available to all industry sectors – now they need to be able to communicate the messages– Some use them more (retail) than others (telco)
• Customised communications drive predictable, quantifiable revenue and margins gains– The business case is clear and you can take risk in it
– There’s low adoption of customised communications (retail)
– There’s reticence to use electronic channel (bank)
• Right message, right offer, right channel right time - print has a part to play